In the complex world of international SEO, domain and URL structure play pivotal roles in global brand strategies. A comprehensive study by GA Agency, in partnership with SE Ranking, involving 1.7 million SERP positions and over 20,000 keywords across 15 markets, sheds light on current global trends in Google’s SERPs. This article delves into the findings of this study, highlighting the effectiveness of different domain structures in achieving top rankings.
Key Points Overview:
- Prevalence of ccTLDs in Top SERP Positions: Insights into why ccTLDs dominate the top rankings globally.
- Comparison of Domain Structures: The effectiveness of ccTLDs, gTLDs, subdomains, and subdirectories in various markets.
- Strategic Implications for International SEO: What these findings mean for your global SEO strategy.
Body Content:
Dominance of ccTLDs Across Markets
The study reveals a significant trend: 56% of the top three positions across global Google SERPs are occupied by country code top-level domains (ccTLDs). This finding indicates a strong preference by Google’s algorithm for locally relevant websites, reinforcing the strategy of using ccTLDs for targeting specific geographic markets. However, the management and cost implications of ccTLDs necessitate a balanced approach, considering both SEO benefits and operational efficiency.
gTLDs vs. ccTLDs: Inverse Correlation in Rankings
As rankings progress from the top position down to the 100th, the presence of generic top-level domains (gTLDs) without localized subdomains or directories shows an inverse correlation with ccTLDs. This suggests that Google may favour clearly geotargeted domains over generic ones, especially in localized search contexts.
Subdirectories and Subdomains: A Closer Look
Subdirectories hold a significant presence, appearing in over 20% of the top positions, indicating their effectiveness in international SEO without the complexity of managing multiple ccTLDs. In contrast, subdomains show a niche application, particularly in multilingual markets like Switzerland, where they perform well for specific language-based searches.
Unique Market Insights:
- Portugal: Uniquely, subdirectories outperform ccTLDs, suggesting that less competitive markets might benefit more from simpler, less costly domain structures.
- Czechia: Displays an overwhelming preference for .cz domains, suggesting strong local branding might outweigh broader international strategies.
- Austria vs. Germany: Demonstrates how cross-border brand strategies can vary significantly, with German ccTLDs (.de) more prevalent in Austria than Austrian ccTLDs (.at) in Germany.
The findings from this extensive study underscore the importance of tailoring international SEO strategies to specific market conditions. While ccTLDs generally dominate top SERP positions and are thus crucial for global brands, the choice between subdirectories, subdomains, and gTLDs should be informed by specific market dynamics and competitive landscapes. As the digital world continues to evolve, staying informed through data-driven insights will be key to navigating the complexities of international SEO.